Generally, you must sign into the Ovi store website to get programmes from Ovi. A few items may show up in HAM/FAM, if you have the Ovi repo active. I don't know why some do and others don't. Probably something to do with there being quite a few non-free items and the site being a "store".

The a screenshot below is what shows up for me when I have only the Ovi repo active and the catagories set to all/advanced - it's possible I already have a few things installed that that might be on that list.

HTH